Who are tomorrow’s consumers? What do they want? Where will they shop? A new report outlines nine defining trends. Consumers no longer fit into traditional archetypes and are therefore sometimes inadequately served.
Who is the consumer of the future?
McKinsey surveyed more than 15,000 consumers in 18 markets representing 90 per cent of global GDP. Their answers lead to surprising nuances about demographic groups, seemingly contradictory consumer behaviour and growth-ready categories, according to the research firm. The conclusions in nine trends.
1. Young people in emerging markets
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